Home Care Symposium for Private Care Providers

Stop Chasing, Start Attracting: Becoming the Agency Families Choose

Becky Reel, Founder, Reel Home Care Consulting

In today’s competitive home care market, growth doesn’t have to mean more cold calls, follow-up emails, or chasing referral sources. In this session, we’ll talk about a different approach. You’ll learn how to give families and referral partners a reason to remember you, trust you, and choose you. From standing out in a crowded market to having better conversations with families, we’ll explore practical ways to build demand without feeling like you’re constantly chasing the next lead.

Objectives: 

• Improve initial conversations with prospective families by listening for underlying concerns and responding with empathy and clarity.
• Build stronger, more genuine relationships with referral partners without relying on the same old “drop in and hope they remember you” approach.
• Learn how to develop clearer positioning that differentiates their agency.
• Understand the “waitlist mentality” and how shifting from scarcity and desperation to confidence and demand can change the way families see your agency.

Hiring and Firing Without Fear: Legal Insights and Best Practices

Sami Asaad, Partner, Pierson Ferdinand

Whether it’s a caregiver, a care coordinator, a recruiter, or another employee, a bad hire can drastically affect the entire business. Weeding out bad hires can be tough, especially without raising legal red flags. Similarly, although removing disruptive employees is essential to the health and success of the rest of the team, business leaders often delay action out of fear of triggering a lawsuit. Using real-life examples, Sami will provide strategies for minimizing hiring and firing mistakes and discuss practical ways to tackle difficult terminations.

Upon completion of this program, attendees will be able to:

• reduce risk by improving their hiring/onboarding process
• implement a practical strategy for disciplining underperforming or poorly-behaving employees
• identify legal red flags when proceeding with termination

Beyond Private Pay - Building Financial Strength Through Strategic Payer Diversification

Guy Tommasi, CEO and Partner, Corcoran Consulting Group

As home care (non-medical) continues to evolve, agencies must look beyond private pay to achieve sustainable growth. This session explores how strategic payer diversification can strengthen financial performance, reduce risk, and position agencies for success in an increasingly value-driven healthcare environment.

• Gain practical strategies for evaluating emerging opportunities, understanding the financial impact of different reimbursement sources, and using data-driven performance to support budgeting, profitability, and long-term sustainability.
• Identify the major payer sources available in the home care industry.
• Use KPIs and data to measure financial, operational, and payer performance. Build a diversification strategy that strengthens partnerships and drives sustainable growth.

Beyond Retention: Fixing the Disconnect Between Intake, Hiring, and Sustainable Work

Matt McGinty, Chief Executive Officer, CareConnect 

Traditional retention strategies often focus on what happens after an employee is hired—compensation, incentives, recognition, and engagement. But what if the root of the retention challenge begins much earlier?

This session explores the critical connection between client intake, hiring, workforce demand, and retention.

Learning Objectives

• Identify the connection between intake, hiring, and employee retention. When organizations hire to fill individual visits or immediate staffing gaps without sufficient, sustainable work available, employees may struggle to earn a dependable living. The result can be reduced hours, employee frustration, turnover, and a cycle of continually recruiting replacements.
• Examine how organizations can better align client intake, workforce demand, recruiting, and hiring practices.
• Explore strategies to shift from simply filling openings to building a workforce that has enough consistent work to stay, and a hiring model that supports both organizational needs and employee livelihoods.

Sami Asaad, Partner, Pierson Ferdinand

Sami Asaad is a Partner with the national law firm of Pierson Ferdinand LLP and is Chair of the firm’s Home Health and Home Care practice team. Sami works closely with business leaders to develop practical solutions to the broad array of legal challenges that employers face in managing a modern workplace. Sami represents many independent and franchised home care agencies in multiple states, providing innovative strategies on issues such as managing and compensating live-in caregivers. He also has represented home care agencies in various law suits as well as in federal and state government investigations.

Sami’s partners within the Home Health and Home Care practice team represent home health and home care agencies in a variety of legal areas including the purchase and sale of home care agencies, federal and state regulatory compliance, consumer protection and labor department audits, employee benefit plans, and cybersecurity threats.

Sami is an experienced speaker and trainer who regularly presents seminars and webinars to business teams, home care franchise systems, and national and regional industry groups.

Matt McGinty, Chief Executive Officer, CareConnect

Matthew (Matt) McGinty is the CEO of CareConnect, where he drives the company’s vision, strategy, growth, and expansion. With over 20 years of cross-industry SaaS experience, he has led sales, marketing, product development, and operations. Most recently, Matt served as Chief Revenue Officer for IntelyCare, where he led 15x growth across all commercial functions and helped the company achieve unicorn valuation status. He managed the creation and engagement of a nationwide network of millions of caregivers, servicing 85% of the accessible long-term care market.

At CareConnect, Matt focuses on positioning the company as the go-to platform for caregivers and home care agencies, with a deep emphasis on AI and machine learning to improve outcomes for caregivers and enhance workforce engagement. Matt’s professional goal is to be a respected, successful, high-integrity executive leader who sets and exceeds goals/expectations while adding shareholder value. He achieves this by enabling others around him to do the same through management, training, and active coaching. His ultimate aim is to build successful companies with double-digit revenue growth and winning teams.

Becky Reel, Founder, Reel Home Care Consulting

Becky leads alongside her business partner Kristyn Gemzsi. She works with home care agency owners at every stage, from pre-license startups to established agencies preparing for an exit, helping them build the operations, referral relationships, and caregiver culture that let an agency grow without losing what made it worth growing.

She teaches from experience. Becky co-founded For Papa's Sake Home Care and grew it 300 percent, and Activated Insights ranked it the number one home care agency in North America in 2022 and number five in 2023 before the company was sold to private equity. That growth came from saying no as often as yes. Her waitlist mindset and her conviction that hospitality is the real differentiator in home care were both built and tested inside that agency, with real caregivers and real families on the line.

At the center of her work is a simple belief: you should run your agency, not the other way around. Owners come to her exhausted, covering shifts at midnight and answering the phone on vacation, convinced that is just what ownership costs. Becky helps them build a business that supports the life they wanted when they started it, with systems that hold, a team that can carry weight, and an owner who is leading instead of surviving.

Guy Tommasi, CEO and Partner, Corcoran Consulting Group

Guy Tommasi, Jr., BS, MS, brings over 40 years of hands-on experience across hospital, home health, and home care systems, including 25 years of leadership in the non-medical home care industry.

A nationally recognized strategist, he is known for his forward-thinking approach and commitment to innovation, helping agencies navigate growth, performance, and industry change. A pioneer in applying data and analytics to drive outcomes, Guy led one of the first non-medical home care organizations to adopt a value-based care model aligned with the Quadruple Aim (improving outcomes, elevating client and caregiver satisfaction, and reducing costs). His leadership positioned the agency as a preferred partner for payers and referral sources, and as an employer of choice.

Today, as CEO, Partner of the Corcoran Consulting Group, Guy and his team of experienced professionals advise agencies nationwide on operational excellence, compliance, and strategic growth. A dedicated advocate, he continues to champion policies that support seniors aging safely and comfortably at home.

Sponsorship Opportunities